Objective
This leading economic research consultancy wanted to increase awareness of its newly-launched “ESG Edge” service, which provides an internal benchmarking tool for clients looking to assess and improve their ESG credentials. This was increasingly important for the firm, constituting an area of growing demand from both existing clients and new prospects. In both cases, companies were realising that they need to be able to demonstrate high levels of ESG compliance in order to secure the fundraising they need.
Activity
Through effective “news jacking”, Edison’s analysts were positioned as sources of commentary on not simply ESG, but why it mattered to the future of the City of London post-Brexit. By issuing timely and insightful comment, Edison’s media footprint was increased in both specialist ESG outlets and also financial media that would reach firms which were at an early stage in their ESG journeys.
Delivery
This was augmented by delivering a thought leadership programme for Edison spokespeople, centred around overcoming the barriers to ESG investing for individual investors, focused on print, online and podcast interviews and opinion pieces. By championing the need to democratise ESG data, Edison were able to secure more coverage and greater cut through in a wider array of financial media than a news announcement-led programme of PR would have achieved.
Outcome
Edison’s media mentions not only increased but reached into a new constituency of readers, listeners and prospective companies. The firm rightly became viewed as ESG experts, considered for comment and analysis by a broader range of international and highly respected media such as Reuters.
Find out how we helped Edison Group to increase awareness of its newly-launched ‘ESG Edge’ service.
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